The Jerry Huntsinger tutorials

This special showcase within the direct mail section of SOFII comprises a complete series of tutorials from the dean of direct mail fundraising, the USA’s legendary Jerry Huntsinger. In 57 parts plus supporting materials, this insightful, practical series is building, over time, into the complete step-by-step guide to direct mail fundraising.

Tutorial 35: mistakes that Brenda doesn’t need to make.

by Jerry Huntsinger

When a fresh-faced communications graduate hoping to forge a career in direct mail fundraising asked Jerry Huntsinger (the dean of direct mail) to divulge the mistakes he’d made in his early days so that she could avoid them, he didn’t disappoint.

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Tutorial 36: creative rules not worth breaking.

by Jerry Huntsinger

Stop the press. No, really. If you’re about to send out a new direct mail campaign I suggest you have a good read of the latest addition to the Huntsinger tutorials first. This is an absolute essential for anyone in the business of marketing (and that’s really all of us working in charities isn’t it?)

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Tutorial 37: creative letter writing for non-creative people.

by Jerry Huntsinger

In this tutorial Jerry explains how discipline will get us into the right frame of mind to create a good letter that will raise lots of money for our causes.

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Tutorial 38: how to set up a creative sample file

by Jerry Huntsinger

Find out how you can develop such a file for yourself.

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Tutorial 39: writing letters to men, part 1

by Jerry Huntsinger

‘Men are usually more in a rut than women; they have difficulty shifting from one idea to another. They want to see the facts right up front.’ So says Jerry Huntsinger in the first part of his latest tutorial.

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Tutorial 40: writing letters to men, part 2

by Jerry Huntsinger

The first part of Jerry Huntsinger’s tutorial on writing for men prompted the comment: ‘What a well put together article. Something I've often thought, but not in such a clear way. It's given me some ideas!’ SOFII is sure you to will find some new ideas in the second part of this interesting tutorial.

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Tutorial 41: to write a better letter, go fly a kite

by Jerry Huntsinger

Jerry says you will be more successful at writing a letter if you learn and practise a trick of professional writers – a cooling off period at specific intervals in the creative process.

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Tutorial 42: for new letter-writers.

by Jerry Huntsinger

If you aspire to create great direct mail these latest insights from Jerry Huntsinger are a must-read, for you. 

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Tutorial 43: leads for personal letters

by Jerry Huntsinger

A personal letter gives you more time to capture your reader’s attention: about 10 to 15 seconds! Jerry Huntsinger shows you how to get right to the heart of the issue with subtlety, gentleness – and persuasion.

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Tutorial 44: sudden death

by Jerry Huntsinger

When a reader picks up your non-personalised letter, you have about five seconds before your letter suffers sudden death: one ... two ... three ... four ... five – and that’s it.

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Tutorial 45: why I still hate the reply device

by Jerry Huntsinger

Here Jerry Huntsinger says that he really dislikes reply forms, then explains why. You will also learn how to improve this very important device so that it becomes an integral and powerful part of your appeals.

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Tutorial 46: premiums: how to use them and abuse them

by Jerry Huntsinger

Jerry Huntsinger has a pet theory about premiums – otherwise known as incentive devices – based on the principle of tactile response. A human being listens, sees, reads, smells, feels the wind and often receives sensory information through handling an object with his fingertips. So if a donor is reading a letter and nothing else it is easy for his concentration to waiver. Click here to find out what you can do instead of blowing wind in your donor’s face.

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